marketing disruption in mobility times
TRANSCRIPT
Marketing Disruption in Mobility Times
Stathis Chaikalis
CEO Communication Effect
Old school marketing:
o Awareness
o Media and TV are the king, kingmaker
o Impressions / views
o Big, yearly creative idea
o3 month survey
Future thinking perspective, result oriented approach:
o User / consumer experience
o Customer journey
o Measure everything
Mind-blowing changes:
o Digital transformation stands plainly for business transformation
o Convergence of marketing / sales / customer support instead of silos
o Real-Time marketing: 10-hour plan concurrently with 10-month campaign
Galloping mobility:
2014: +800 mil smartphone subscriptions 2,7 billion +40% vis-a-vis 2013
2015: on-demand (streamed) video > broadcast TV thanks to mobility
Source: Ericsson Mobility Report
http://om.co/
Standalone camera shot dead by smartphones
Mind of the “mobile first” mantra
o Don’t overplay the “mobile first” commandment but use it within the business strategy context
o From Apps to Experiences
o Integrate wearables and connected objects into a broader customer life-cycle approach
o “The user experience becomes the brands and the users –and their actions- do the marketing”
Back to reality
1. Mobile Payments
o Contactless payments
o Mobile payments
o V.me and mobile wallet marketing
Marketing objective:
Counter the cash culture,
promote the mobile payments benefits
2. Mobile Sales Force Automation
o30 % growth despite the recession
o 20% time-saving, ~ 0% errors
o Connecting brands with the end user
o Health industry
Marketing objective:
Implementation speed up
3. Connecting stores with consumers (Food and Beverage sector)
o Mind the intermediate level
o Build up relations with the retail stores owners
o Leverage the consumer experience
Marketing objective:
Support a medium-long term investment
Hands-On
i. Marketing, sales, customer support dpt jointly
implement an integrated “mobile first/centric/only’
plan
ii. In the first place, mind a) the culture issue, b) CEO
support
iii. Confirm that “mobile centric” applies to any point
of the customer journey from the adv, to site, social
media, customer care, event organization etc.
iv. Mobile steering committee stands as an imperative
Hands-On (cont…)
v. Harness the potential/power of
the first screen, that is the
smartphone
vi. Stay close to the CMO
Thank you!